This is the second task of Unit 3, consisting of P3, P4, M2 and D2. This task addresses the different types of market research and techniques of analysis that businesses use in which you need to evaluate in the higher grades. Business examples are included.
P3 – Describe how a selected organisaton uses marketng research to contribute to the
development of its marketng plans.
Market Research can be carried out by a business in diferent ways and there are diferent types of
market research that a business can conduct; Primary Research, Secondary Research, Qualitatie
Research, Quanttatie, ,nternal and External Research.
Primary Research
Primary research is research that has been newly conducted. For example, Questonnaires, Focus
Groups, Postal Surieys etc.
Examples of Primary Research that Samsung use:
Surieys
Samsung use Online Surieys to receiie their customer’s and/or the general public’s “opinions on
wireless technology”1 as quick as possible and to identfy whether there are some changes in the
market or not. Samsung’s suriey contains questons such as why their customers would use a
smartphone, which mobile phone feature is the most important to them, what apps they use on
their phones, how many text messages they send a day etc. Surieys are pieces of Quanttatie
research (data carried out in fgures and percentages) because surieys haie multple choice
questons that customers can answer within a short period of tme. ,n additon to this, surieys are
useful for Samsung to use in terms of carrying out market research because they can gather a lot of
customer feedback using these surieys as they’re quick and easy to fll out. lso, it is cheap for
Samsung to use surieys to gather market research. Howeier, despite that it is quick and easy for
customers to fll out, some customers may not be bothered to take the suriey, whether online or on
paper. s well as this, some customer’s answers may not be accurate because they’re just flling out
the suriey without considering what the questons and answers are, meaning that the data that
Samsung haie receiied may not be ialid.
Obseriatons
Obseriatons are researchers that watch the customer behaiiour in a certain market and assessing
the quality of customer seriices. Samsung use obseriatons in order to fnd out the behaiiour of
their consumers within Samsung’s retail stores. Obseriatons is a piece of Qualitatie Research as it
is more detailed than fgures and percentages and it is proiiding informaton for Samsung, showing
what people think about Samsung and their product, what would motiate them to purchase
Samsung’s products etc. Obseriatons are useful for Samsung to use in terms of gathering market
research because the informaton is more detailed as the researchers are obseriing customer
behaiiour and able to report back to Samsung. lso, it is easily accessible, which therefore makes it
easier for Samsung to start deieloping their marketng plans due to a reasonable amount of
consumers obseried, meaning that Samsung will haie strong market research. Howeier, with
obseriatons Samsung will not haie the informaton of the opinions of their customers as the
researchers are obseriing just their behaiiour and not what they think of Samsung’s products.
1
Samsung: Survey. 2017. Samsung: Survey. [ONLINE] Available
at: http://www.samsung.com/us/wow/survey.html. [Accessed 31 January 2017].
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